JANÁKOVÁ, Milena. CRM for Sustainable Innovations in Small Business. Online. In Conference Proceedings the 34th IBIMA Conference on 13-14 November 2019 Madrid, Spain. (in print). USA: IBIMA, 2019, p. 12458-12467. ISBN 978-0-9998551-3-3.
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Basic information
Original name CRM for Sustainable Innovations in Small Business
Authors JANÁKOVÁ, Milena (203 Czech Republic, guarantor, belonging to the institution).
Edition USA, Conference Proceedings the 34th IBIMA Conference on 13-14 November 2019 Madrid, Spain. (in print), p. 12458-12467, 10 pp. 2019.
Publisher IBIMA
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 10200 1.2 Computer and information sciences
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/19:A0000091
Organization unit School of Business Administration in Karvina
ISBN 978-0-9998551-3-3
UT WoS 000561117206070
Keywords in English CRM; Information Technology; Small Business; Sustainable Innovations
Tags International impact, Reviewed
Changed by Changed by: Mgr. Milena Janáková, Ph.D., učo 48743. Changed: 1/2/2021 14:14.
Abstract
This paper focuses on CRM (Customer Relationship Management) as one of the most important information systems in small businesses. Small business has a significant potential for CRM purchases. The reason is the implementation of an appropriate innovation to increase resilience to the crisis and unstable situations in global markets. The research motivation in this paper is to determine the recommended hierarchy of evaluation criteria for selecting the optimal CRM for marketers. The design of the solution is based on Saaty's method for determination of weights for selected evaluation criteria. The necessary comparison of the evaluation criteria in Saaty's matrix S was specified by an interview with a small business consultancy representative. The recommended hierarchy has four levels ranking from criteria such as brand mentions and campaign responses with top-weight to email templates, multi-channel touchpoints, and forecasting with bottom weight. This hierarchy works better than an intuitive approach because the evaluation criteria were compared according to current business and market conditions (preferences from the perspective of small business). There is an initial interest in brand mentions and estimated profit. However, low interest in email templates and forecasts shows difficulties in use, because email templates and forecasts are often intuitively preferred features of CRMs.
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